How to get your entire organization psyched about experimentation YOUR GLOBAL BUSINESS GROWTH PARTNER
assion >250 Consultants in 20 Countries
> 35,000 > 30 Billion > 15,000 7,000-10,000 experiments per experience experiments per experiments per year combos live at year year once Source Source Source Source GOGROUPDIGITAL.COM
HARNESSING THE EXPERIMENTATION MINDSET Source: “The State of Experimentation 2018” report from Widerfunnel GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
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HARNESSING THE EXPERIMENTATION MINDSET A healthy culture of experimentation is essential. GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
HARNESSING THE EXPERIMENTATION MINDSET This year, GO Group partners across the English-speaking world surveyed decision-makers and experimentation professionals to benchmark a healthy culture of experimentation. GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
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Open communication culture in fast vs. slow growth companies. Source: “Digital Growth 2019” report from konversionskraft GOGROUPDIGITAL.COM
Knowledge-sharing culture in fast vs. no growth companies. Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel GOGROUPDIGITAL.COM
Empowerment to take risks without fear in fast vs. slow or no growth companies. /No-growth Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel Source: “Digital Growth 2019” report from konversionskraft GOGROUPDIGITAL.COM
HARNESSING THE EXPERIMENTATION MINDSET So how do we do this? GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
Inspire Educate Inform Create awareness of new possibilities Train by instruction and Communicate knowledge; and desire to take action. supervised practice in a skill. make something known. GOGROUPDIGITAL.COM
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HARNESSING THE EXPERIMENTATION MINDSET “The goal really isn’t to build a successful experimentation program; it’s to build a successful experimentation company.” GOGROUPDIGITAL.COM
Just getting started. GOGROUPDIGITAL.COM
HARNESSING THE EXPERIMENTATION MINDSET Areas of focus: ● Getting executive-level buy-in ● Building momentum with initial experiment wins ● Assembling your core experimentation team GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
Executive support for experimentation in fast vs. slow or no growth companies. /No-growth Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel Source: “Digital Growth 2019” report from konversionskraft GOGROUPDIGITAL.COM
Executive Champion Experimentation Champion GOGROUPDIGITAL.COM
HARNESSING THE EXPERIMENTATION MINDSET How to generate Executive-level buy-in: ● Prioritize experiments according to executive-level objectives ● Proactively share experiment results and learnings ● Implement functional feedback loops at every level GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
Executive Enabling Champion Partner Core Team Testing Lead UX / UI Designer Engineer GOGROUPDIGITAL.COM
The composition of the core team makes the difference. Product CRO Psycho- Owner Manager logist 1.5x +10% 2x Front End Quality Developer Assurance 2x 2x Source: “Digital Growth 2019” report from konversionskraft GOGROUPDIGITAL.COM
HARNESSING THE EXPERIMENTATION MINDSET Once you have assembled a core team... Ensure your Engineer understands why you’re running experiments Involve design in the ideation process early to provide their input and protect brand Educate your executive champion with every status report until they can explain experimentation to their peers. GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
Verbal explanation Educate Inform +XX% = $$$ estimated additional annual revenue Inspire Formal presentation Educate Inform GOGROUPDIGITAL.COM
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SEO Email PPC Product GOGROUPDIGITAL.COM
Building momentum. GOGROUPDIGITAL.COM
Enabling Partner Executive Champion Core Team Testing Lead GOGROUPDIGITAL.COM
Product Product Team #8 Team #1 Executive Champion Product Team #7 Product Team #2 Enabling Testing Partner Lead Product Team #6 Product Team #3 Product Product Team #5 Team #4 GOGROUPDIGITAL.COM
HARNESSING THE EXPERIMENTATION MINDSET Areas of focus: ● Documentation & protocol ● Knowledge transfer ● Democratization of experimentation GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
Culture of “ownership” in fast vs. no growth companies. No-growth Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel GOGROUPDIGITAL.COM
Documentation — Workshops— Inspire, Educate Inform GOGROUPDIGITAL.COM
HARNESSING THE EXPERIMENTATION MINDSET Workshops: Inspire & Educate GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
Product Product Team #8 Team #1 Executive Champion Product Team #7 Product Team #2 Enabling Testing Partner Lead Product Team #6 Product Team #3 Product Product Team #5 Team #4 GOGROUPDIGITAL.COM
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POSSIBLE WORKSHOP QUESTION What are the key goals & KPIs for your business unit in the next quarter? The next year? GOGROUPDIGITAL.COM
Are core daily activities closely linked to a primary business KPI? Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel GOGROUPDIGITAL.COM
POSSIBLE WORKSHOP QUESTION What are the methods you use to understand your customer & how they use your product? GOGROUPDIGITAL.COM
How many methods do you use to understand customers? /No-growth Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel Source: “Digital Growth 2019” report from konversionskraft Single method Four+ methods GOGROUPDIGITAL.COM
Which methods do you use to understand customers? Source: “Digital Growth 2019” report from konversionskraft GOGROUPDIGITAL.COM
POSSIBLE WORKSHOP QUESTION Are there learnings from other teams’ experiments that could be relevant to your product? GOGROUPDIGITAL.COM
Do you use insights from previous experiments for generating new ideas? Source: “Digital Growth 2019” report from konversionskraft GOGROUPDIGITAL.COM
Product Product Team #8 Team #1 Executive Sponsor Product Team #7 Product Team #2 Enabling Testing Partner Champion Product Team #6 Product Team #3 Product Product Team #5 Team #4 GOGROUPDIGITAL.COM
HARNESSING THE EXPERIMENTATION MINDSET Documentation: Inform GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
● Identify the information that needs to be communicated ● List the methods of communication (formal and informal) and how they’ll be utilized ● Determine the line of communication—who is communicating with whom ● Has intentional timing GOGROUPDIGITAL.COM
Inspire Educate Inform Create awareness of new possibilities Train by instruction and Communicate knowledge; and desire to take action. supervised practice in a skill. make something known. GOGROUPDIGITAL.COM
GOGROUPDIGITAL.COM
HARNESSING THE EXPERIMENTATION MINDSET Key takeaways 1. Fast-growth companies have cultures of knowledge-sharing, open communication, and risk taking 2. Inspire, Educate, Inform: These actions are tools you can use to harness and spread the experimentation mindset as you scale 3. In early stages, it is critical to get buy-in from your executive team as well as your core team 4. As you expand experimentation, systems like workshops and central documentation can help you Inspire, Educate, and Inform at scale GOGROUPDIGITAL.COM GOGROUPDIGITAL.COM
Thank you! YOUR GLOBAL BUSINESS GROWTH PARTNER
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